OEM vs. Aftermarket Parts: What OEMs Need to Know

When a vehicle or machine needs a new part, customers face an age-old dilemma: should they choose an OEM part or an aftermarket alternative? This decision doesn’t just affect the person buying the part, it impacts brand perception, performance, safety, and customer loyalty.

For OEMs, understanding how and why customers choose between these options is vital. It shapes aftermarket strategy, influences retention, and offers an opportunity to add long-term value. This article compares OEM and aftermarket parts, weighing pros and cons and highlighting why OEM parts often provide superior long-term value.

What’s the Difference Between OEM and Aftermarket Parts?

OEM (Original Equipment Manufacturer) Parts:

• Made by the same company that built the original part.
• Identical to the part that came with the vehicle or equipment.
• Meet original design, materials, and performance standards.
• Carry the manufacturer's brand and often include a warranty.

Aftermarket Parts:

• Produced by third-party manufacturers not affiliated with the original brand.
• Designed to be compatible but not always a perfect match.
• Vary widely in quality, pricing, and warranty.
• Available through multiple channels, often at a lower cost.

OEM vs. Aftermarket: Quick Comparison at a Glance

Why Customers Choose OEM or Aftermarket

Every part purchase is a decision point and a chance for OEMs to either win or lose a customer. Understanding these moments is essential to building an aftermarket strategy that grows revenue and strengthens brand loyalty.

Why Customers Choose OEM:

• For warranty compliance: OEM parts reduce disputes and ensure full coverage.
• For safety-critical repairs: Fit, performance, and trust matter most.
• To avoid installation issues: OEM parts remove the risk of incompatibility.
• To preserve resale value: OEM parts protect long-term vehicle integrity.
• When peace of mind matters: OEM brands carry trust, warranties, and consistency.

Why Customers Choose Aftermarket:

• When budgets are tight: Price becomes the key factor.
• When they need the part fast: Aftermarket is often more accessible.
• When overwhelmed by choice: Simpler options are more appealing.

How OEMs Can Win Back Ground Lost to Aftermarket

• Improve digital access with tools like Partful’s 3D parts catalogues that reduce friction in identifying and ordering OEM parts.
• Enhance delivery by streamlining fulfilment with dealer and distributor networks.
• Educate customers on the benefits of OEM parts through visual platforms and side-by-side comparisons.
• Offer flexibility with remanufactured or tiered OEM parts to compete on price.

When OEMs make their parts as easy to find and order as aftermarket alternatives, and clearly communicate the long-term value, customers are far more likely to stay within the OEM ecosystem.

Where Customers Get Their Parts – and What That Means for OEMs

Conclusion

The choice between OEM and aftermarket parts isn’t just about cost, it’s about trust, fit, and long-term value. While aftermarket parts appeal on price and convenience, OEMs can compete by enhancing accessibility and reinforcing the peace of mind their parts provide.

Platforms like Partful make this easier. By enabling 3D exploded views, CAD-driven accuracy, and self-service dealer and customer support, OEMs can close the convenience gap and drive more value from the aftermarket.

In the battle for parts revenue, the brands that combine quality with digital-first convenience will win.